NAMPC 2014 - Power Your Brand through Audience Immersion
LV Series 2 Recap to Louis Vuitton
1. LOUIS VUITTON has always led the field with generous and highly-creative support of
arts and culture. In particular, its innovative arts educational projects for young people.
The new Louis Vuitton Fondation pour la Création in Paris is a cornerstone of the
company’s educational approach to arts and culture and to serving and inspiring
budding young artists.
The LOUIS VUITTON SERIES 2 EXHIBITION deeply immerses its audiences in an artist’s
universe, back story and creative process.
As such, a strong focus during the Touring Exhibition’s Open weeks was to allow
students to fully experience each aspect in the evolution of an artistic creation.
No wonder that our favorite comment by one of the student guests from an
underserved school was, “What do I have to do to be doing what these people are
doing when I grow up?”
PROJECT RECAP
SERIES 2 EXHIBITION: PAST, PRESENT & FUTURE
presented by
MELISSA LILLY
2. The assignment:
Build public and media awareness around the launch of the Louis Vuitton Series 2
Exhibition global tour in February 2015. A very high daily attendance goal has been
set, with an emphasis on hosting to host high school, college and trade students, as
well as influential arts and entertainment patrons.
Deliverables:
Develop strategy, create materials and enlist relevant and influential targeted groups
to visit the installation during its two week run in the US before moving on to Asia
and Europe.
Group Tour Marketing Materials created by ML
Overview
Exhibition One-Sheet
Invitation, Intro email, Reminder email, Last Chance email templates
Post tour thank you’s from LV
PROJECT RECAP
SERIES 2 EXHIBITION: PAST, PRESENT & FUTURE
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3. Group Tours Booked and Managed by ML
Schools Tours:
OTIS College of Art and Design
University of Southern California
Cal State Northridge
The Art Institute of Los Angeles
The Art Institute of Hollywood
Eagle Rock High School
La Canada High School
Lycee Francais
Polytechnic School
RFK School For the Visual Arts and Humanities
RFK Los Angeles High School of the Arts
Wallis Annenberg High School
Los Angeles High School for the Arts
Marlborough – Private school for girls, one of
the most prestigious schools in So. Cal.
Westridge High School
Student Empowerment Academy
Downtown Magnet School
Downtown Business School
Brentwood High School
Temple City High School
Pasadena High
Loyola Marymount University Greek Life
Woodbury University
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PROJECT RECAP
LOUIS VUITTON SERIES 2 EXHIBITION: PAST, PRESENT & FUTURE
Organizations:
FIDM
Grammy Museum
Luxury Council
KCRW NPR Station
Orange County Museum of Art
MOCA
Black Women’s Physicians Organization
Segerstrom Center for the Arts
Chinese American CEO Society
Art Worx LA
Center Theater Group
Sirens of Song
VIP Private Events:
Soho House leaders and members (220)
Women in Film leaders, celebs and supporters
(180)
Brand Tours:
Google
Guess
Morgan Stanley
BCBG (including owner Lubov Azria)
Herve Leger
Mattel
Improv
Sanctuary Clothing
MAC
Agencies Tours:
CAA
Next Model Agency
Coolincubator
Good Corps
Fotografia
JS2 Communications
Ford Modeling
Boombang
BG2 Public Relations
5. Post-Tour Letters
University of Southern California Roski School of Art and Design
“The students talked about the exhibition all the way home. The first few rooms were an eerie
immersive destabilizing fun zone – they were transported by the tech, music, and gloss. And they
were enthralled by the videos of craftsmen at work, we lost a few kids in there. On a macro level,
seasons and cycles at Louis Vuitton move at lightning speed. But minute by minute the objects are
painstakingly made. Our artists and designers love high production power, but they live for making
and perfecting by hand. The exhibition communicated so many dualities organic to art and
commerce. Thank you again for reaching out and coordinating a thrilling afternoon. The students
will unpack this for months to come.”
Student Empowerment Agency
“All of our students, staff and volunteers were so impressed and blown away at the exhibit! Louis
Vuitton was still the talk of school this week. They were very enthused and grateful to receive
posters and stickers! Perfect for students! Thank you so much for finding me and inviting us. It will
forever be in the memories of SEA students, staff and even the yearbook! One of my yearbook
students was so impressed he is making a full page spread of the event for the yearbook.”
Los Angeles High School of the Arts
“Thank you for this amazing opportunity! The students had a fantastic visit to the exhibition. The
afternoon has served as an extremely powerful kickoff for our five week fashion design
project. The students got an extremely memorable short course in branding and inspiration, which
is already showing in the studio as they design their own brands and start on conceiving their
collections.
LA School For the Visual Arts and Humanities
“We can’t say enough about how incredible the exhibit is and how excited the students were and
still are. I can't thank you enough for all of the coordinating you did. I'm hoping to get a newsletter
out next week that includes a write up of our field trip to the Pop-Up Exhibit. Will be sure to send it
to you.”
OTIS College of Design
WE LOVED THE EXHIBIT!!! Thank you so much for inviting us and taking care of in such fine style.
Everyone at the event was fantastic!!!!”
Women in Film
“Thank you so much. Our guests absolutely loved it and were very impressed. The art was
fascinating. And the clothes….we’re going shopping.”
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PROJECT RECAP
LOUIS VUITTON SERIES 2 EXHIBITION: PAST, PRESENT & FUTURE
7. Post-Tour Letters - cont
The Improv
“When a group like ours is speechless, you know we’re seeing something completely unexpected.
Thank you for talking us into going – it was more than mesmerizing.”
The Art Institute of California, Los Angeles
“Our students absolutely LOVED the exhibit! Thank you so much for the invitation and organizing
everything! We had an amazing experience!”
Sirens of Song
“WHAT??! That was crazy! Please tell Louis Vuitton thank you SO much from all of us for that
experience. Those 3-D printer sculptures were as incredible as you described. Guess where we
went afterward? Louis Vuitton!”
New Faces – Next Model Management
“Thank you so much for organizing our tour. The staff was lovely and everyone from NEXT greatly
appreciated all that was arranged for us. As you can imagine, many of us are great admirers of the
arts and take great pleasure in expanding our horizons.”
La Canada High School
“I have received nothing but rave revues about the tour of the LV exhibition, both from the
students and the adults that accompanied them. The students were so impressed with the design
and implementation of the exhibit. It is evident that they’ve shared their experience with others
since I have had other students asking me about the location and dates that the exhibit will be
running. Thank you so very much for your help in making this happen!”
Good Corps
“We loved it! I'm planning to share a video we took tomorrow on @GOODcorps. What's the
hashtag for the campaign? Any specific social channels we should tag? It was great.“
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PROJECT RECAP
LOUIS VUITTON SERIES 2 EXHIBITION: PAST, PRESENT & FUTURE
8. 8
Sample Written Communication
PROJECT RECAP
LOUIS VUITTON SERIES 2 EXHIBITION: PAST, PRESENT & FUTURE
Seven dis nc ve spaces explore crea ve director Nicolas Ghesquière’s influe nces and
inspira ons while sharing the behind- th e- sc
e
nes evolving mental and physical process
of c
r
ea ng a
col
l
ec on.
The thema c spaces include a room of holograms blending past inspira ons, current
designs and future ideas; a poster room displaying photos from world renowned
photographers Annie Leibovitz, Juergin Teller and Bruce W eber; a gallery showcasing
legendary and modern accessories on the pure white canvases of Marte Mei van
Haaster’s 3- D printed figu res. Another room recreates the backstage of a fashion show
with all the excitement, tension of the last- mi nute prepara ons and the joy of the
a er- s
h
ow gree ngs. Finally the Fashion Show itself – a 360- de gree projec on
room showing all 48 looks from Ghesquière’s Spring/Summer 2015 women’s collec on
for L
o
uis Vu
i
on.
SERIES 2
EX
H
IBITION SP ACE
1135 N Hi ghland Av
e
, Lo s Ang eles
(north o
f
Sa
n
ta Mon
i
ca Blvd
)
10am t
o
6p
m
Dai
l
y
February 6th – 22 nd 20 15
9. Celebrity guests included
Catherine Deneuve, Jennifer Connelly, Brie Larson, Michelle Williams, Emilia Clarke
Rosamund Pike, Alexa Chung, Liu Wen, Karen Gillan, , Haley Bennett, Gugu Mbatha-
Raw, Juno Temple, Riley Keough, Dianna Agron, Karen Gillan, Charlotte Gainsbourg
PROJECT RECAP
LOUIS VUITTON SERIES 2 EXHIBITION: PAST, PRESENT & FUTURE
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“The exhibition is a reflection of Vuitton's global and cultural reach.”
